Hint: it’s more than just the writing
There it was in the beginning chapters of the copywriting great’s The Adweek Copywriting Handbook – the question ‘what makes a good copywriter?’
As I powered through the pages, I felt a rush of confidence – the transition from marketing generalist to copywriter was sure to be a smooth one!
Fast forward a few years, filled with clients, courses, memberships, and collaborations with some of the best copywriters and creatives in the industry, I noticed they all share similar traits and skills.
So what is it that really sets the good apart from the great? Here are some copywriter skills and qualities you might not expect…
Having a curiosity about life, people, and experiences
A genuine curiosity about life and human behaviour is an invaluable asset for copywriters. Because to write effectively for people, you must understand what makes them tick. That includes their tendencies, weaknesses, motivations, and desires. These are things that make us human, shape our life experience and perspectives.
For copywriters, this understanding is pure gold. Emotion and empathy lie at the heart of effective copywriting, and the ability to truly understand your audience allows connection on a deeper level. By stepping in to your prospects’ shoes, we can craft engaging, resonant messaging that speaks directly to their needs and aspirations.
Being a creative and strategic thinker (in equal measures)
Before a single word even hits the page, there’s a LOT of behind-the-scenes magic in motion! I’m talking about deep-dives into planning, strategising, and figuring out the right messaging that conveys your brand and speak to your people.
The creative magic starts with the copywriting brief. This is where the light bulb moments start to pop, generating a range of angles, concepts and messaging approaches until we land on the perfect one that that communicates your brand and offer.
When it comes to SEO, strategy plays a central role. Keywords shape a project’s framework, while every component of effective copy slots into place with a creative edge. At its core, copywriting is the art and science of persuasion – melding strategic thinking with creative flair.
Copy is not written. It’s assembled.
Eugene Scwartz
Creative storytelling
Using the copywriting brief as our compass, we now have the backstory, the challenges, and the goals. The brief gives us the full picture so we can get to work crafting a concept that not only tells your story, but does so in a way that moves your clients towards taking the next steps towards working with you.
I must add, when we talk storytelling, we’re not spinning fairy tales here. It’s about creating something bigger (a narrative around the products and services we’re selling). It’s about sparking desire, painting a picture of what life could look like with your brand in it, and building an emotional connection.
Great storytelling makes your audience feel seen and understood – it’s like speaking their language, right on their wavelength. It’s not just what you say, but how you make them feel. That’s the kind of story that sticks, and moves them towards action.
Being an epic researcher
Before creative sparks can fly, there’s a whole lot of digging to do. Market research, competitor analysis, keyword research, voice of customer, and review mining all play their part in gaining clarity about your target clients and customers’ needs.
All this groundwork is what helps us create laser-focused messaging that speaks to the right people, and stands out in all the right ways.
Fun fact: your copywriter probably spends just as much time researching as they do writing (maybe even more!). It’s all part of the process to deliver copy that actually works.
Excellent communication and client management skills
Excellent client management means being one step ahead – not just ticking off the brief. The best copywriters keep you in the loop proactively, so there’s no need for chasing updates. Interestingly, some clients I’ve worked with have said this hasn’t always been their experience with other copywriters.
While clients come to us for help with the words, what they really need are solutions.
Anticipating those challenges and aligning them with goals is why they trust us as experts. They’re looking for a steady hand to guide them through the process – someone who leads, communicates, and simplifies the journey with clarity, ease, and assurance.
And here’s something I want to add: great service takes great copy to the next level.
Being easy to work with is an underrated skill, but it’s something that clients value deeply – and are more than happy to pay for, again and again.
The best copywriters combine process, service, communication (and copy skills!) into a seamless experience that clients rave about.
By now you’ve probably guessed – copywriting isn’t just about being good with words (plenty of people are good with words). Copywriting is a craft rooted in psychology, powered by proven formulas and frameworks that tap into consumer behaviour.
Mastering the copywriter skillset
If you’re asking ‘what makes a good copywriter’ you may already know from experience, not everyone that calls themselves a copywriter has put in the time to actually learn the craft and build the essential copywriter skillset.
But if you’re looking to hire a new one, you should know the best copywriters, they don’t just do (all the above), they deliver tangible results.
Thinking about outsourcing your copy to an expert? Let’s chat
I offer a free, (no-strings-attached) 15-minute intro call where we can talk about where you’re at, what you’re hoping to achieve, and any hurdles you’re facing.
By the end of the call, you’ll have a clear idea of your next steps and some actionable advice to keep your project moving forward.
